Peric, Sonja

Abstract [en]

In recent years, second-hand products have received more attention and the demand for secondhand products has increased. In line with the demand for second-hand products, ethical consumption has also increased. There have been earlier studies done on ethical consumption and the drivers of its consumers. Meanwhile, there is a lack in the research regarding what it is that drives and motivates consumers to purchase second-hand products. The purpose of this study was to explore what drives and motivates consumers to shop second-hand products. The study used a qualitative method. The data was collected through interviews with employees and volunteers at second-hand stores, and through a focus group with second-hand customers. The empirical findings show that there are various drivers and motivations for second-hand consumption. However, there are some drivers and motivations which are more common than others. The conclusion is that consumers are motivated and driven by various factors. They are motivated by consumer responsibility, decrease of impulse purchases and reference groups. They are driven by dissonance, self-fulfillment, thrill of the hunt and finding unique products.